- Research Article
- 10.1080/09647775.2026.2644155
Free-choice visitor engagement through play in cultural heritage museums
- Mar 18, 2026
- Museum Management and Curatorship
- Indrė Jovaišaitė-Blaževičienė + 1 more +1
ABSTRACT This qualitative study explores how play facilitates engagement in cultural heritage exhibitions. Using a sociocultural approach, it examines the behavioural engagement of individual free-choice visitors, focusing on how play shapes physical and emotional involvement, social interaction and time spent in the exhibition. The empirical research observes visitors of different ages exploring the same space simultaneously, aiming to determine how play influences their behaviour. Direct observation was essential, offering insight into unguided visiting practices. Data analysis shows that play affects engagement both directly and indirectly, appearing in at least six distinct forms. When designing such exhibitions, it is important to consider the potential for active engagement, as play involves visitors physically, emotionally and cognitively. Moreover, play can sustain the interest of less engaged visitors while they wait for others.
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